Taught by event industry experts from around the globe, the Event Planning Certificate program will provide you with a yearlong, immersive understanding of events, business, marketing and leadership.

Foundations of Event Planning examines the many skills event planners are called on to use during the process of executing an event. The course will also examine some common types of events that require the skills of a professional planner.

This course will focus on the event life cycle and cover the many elements of the event process from initial client meetings to execution of the event. It will also guide students through the process of selecting the necessary materials and human resources. Other topics include budgeting for your event elements, contracts, and evaluation measures.

COURSE OBJECTIVES

By the end of this course, students will be able to:

Recognize the critical stages of event planning and the skills needed to plan and execute an event

Evaluate the process of securing event clients

Design a time estimation guide for your services

Recognize how to connect with vendors and resources to produce your event

Summarize the many facets of staff and vendor management

TEACHING METHODOLOGY:

Teaching strategies for this online course will include lectures and facilitated discussion, case study method, readings, and analytical presentations by individuals and groups.

If you as a student qualify as a person with a disability, as defined in Chapter 504 of the Rehabilitation Act of 1973, you may wish to discuss the need for reasonable accommodations with your instructor. You should make this contact at the beginning of the course.

Academic Honesty:

Our institute is a community of individuals who voluntarily join together for the purpose of learning. At the heart of this sense of academic community is the idea that the behavior of its members is guided by a shared commitment to the highest standards of academic integrity. Any form of cheating, plagiarism or assisting others in acts of dishonesty is a violation of such standards. As a student in this course, it is assumed that you pledge that you will neither receive nor give unauthorized assistance during the completion of all my work in this course. You will not engage in plagiarism. (The definition of plagiarism is the deliberate presentation, oral or written, of words, facts, or ideas belonging to another source without proper acknowledgment.)

Please be aware of Special Events Institute’s academic honesty policy. Cheating/Plagiarism (to include the cutting and pasting of unmodified code from the internet) is grounds for failure in the class, and possibly academic dismissal.

Determine what elements should be a part of an event to meet the event goals

Assessment:

Forum Post – Community Events Critique

Topic 5: Proposals

Objectives:

Identify the event stake holders

Perform a needs assessments

List the key elements of the event

Assessment:

Quiz – Analyze the Proposal

Topic 6: Procurement

Objectives:

Develop criteria for selecting vendors

Identify resources for filling event needs

Create a document that identifies the best pricing for services and products for a given project

Collect and analyze options and data to present to clients

Assessment

Project – Sweet 16 Event Concept

Topic 7: Budgets and Event Costs

Objectives:

Develop the key components of a budget

Identify client needs and develop overview of associated costs

List the best services/vendors/event design to meet client goals

Assessment:

Assignment – Time Estimation Guide

Topic 8: Contracts

Objectives:

Identify key elements of a contract

Create standard documents for various contract needs

Identify when to use addenda

Assessment:

Quiz – Contracts

Topic 9: Evaluation

Objectives:

Compare and contrast objective and subjective evaluation techniques

Identify the variety of ways to evaluate events

Assessment:

Quiz – Evaluation Methods

Credit Student Final Project: Event Planning Workbook. You will be asked to create a workbook that covers the essential planning materials you will need for an event of your choice.

Assignments for Foundations of Event Planning:

Assignment One:

Individual WrittenProject on material presented in Topics 1 – 6:

Given the parameters in the assignment, use the materials and methods described in Topics 1 – 6 to develop an event concept.

In 3-5 typed written pages:

Develop a concept and clearly detail which venue, vendors/suppliers you will choose to satisfy everyone’s tastes, goals and objectives.

Demonstrate – Create a proposal. You should include at least 3 images to illustrate your concept. Use this as an opportunity to research suppliers and vendors in your area and include them in your proposal to show how you will fulfill your concept.

Your grade will depend on:

Your understanding of the topics relevant material and application in the assigned Case Study – 50%

Writing skills (including grammar) and referencing – 15%

Creative and unique concepts to meet goals of client – 35%

This Assignment is 10% of the total course grade.

Assignment Two:

Time Estimation Guide: Prepare an estimation of your time, activities performed and cost for an event presented. Use MSExcel or a similar workbook program to itemize and calculate your proposed worksheet.

Useful Link: Microsoft Office Tutorials

On the Microsoft web site www.microsoft.com, click on Support, then to online Training tutorials on Excel. You will be expected to use the formulas and calculations correctly in your final submission.

Your grade will be based on the following:

Listing of activities to be performed and time assigned – presentation accuracy and thoroughness – 40%

Proper use of excel formulas – 40%

Grammar, style and spelling – 20%

This Assignment is 10% of the total course grade.

CREDIT STUDENTS: Final Project

Event Planning Workbook

Based on an event of your choice, you will be asked to prepare a planning workbook. Use the information that you have learned in topics 1 – 8 to guide you in creating your workbook. This workbook should be divided into the following tabs/sections:

Event Summary: Summarization of your event, purpose, goals.

Proposed services/design: This would include your client proposal or summary of the event elements. You can list all the necessary features of the event including venue, food and beverage, décor, entertainment, guest services, etc.

Client worksheet to include all important information to produce the event. Consider contact information on client, vendors, purchased or rented items, venue.

A SWOT analysis, a GAP analysis.

A risk plan identifying what could go wrong and how you would respond.

A cost proposal for your services and the elements you will provide.

A planning calendar itemizing at least 20 planning steps you would take from your initial client meeting to the day of the event.

An evaluation measurement tool.

Your grade will be based on the following:

Completion of the above elements including content, feasibility, accuracy and thoroughness – 80%

Event Marketing examines all aspects of the marketing mix as they relate to successfully marketing an event. The course will explore various marketing tools – from the traditional to the emerging – to successfully promote an event. It will also cover the role of marketing in the event life-cycle, demonstrating the best use of marketing tactics while utilizing evaluation techniques to measure a successful outcome.

COURSE OBJECTIVES

By the end of this course, students will be able to:

Identify the elements that impact the event marketing plan

Create a blog for an event

Calculate and manage the costs that affect the event marketing budget

Evaluate the best medium to market an event

Recognize and discuss how design impacts the perception of an event

TEACHING METHODOLOGY:

Teaching strategies for this online course will include lectures and facilitated discussion, case study method, readings, and analytical presentations by individuals and groups.

If you as a student qualify as a person with a disability, as defined in Chapter 504 of the Rehabilitation Act of 1973, you may wish to discuss the need for reasonable accommodations with your instructor. You should make this contact at the beginning of the course.

Academic Honesty:

Our institute is a community of individuals who voluntarily join together for the purpose of learning. At the heart of this sense of academic community is the idea that the behavior of its members is guided by a shared commitment to the highest standards of academic integrity. Any form of cheating, plagiarism or assisting others in acts of dishonesty is a violation of such standards. As a student in this course, it is assumed that you pledge that you will neither receive nor give unauthorized assistance during the completion of all my work in this course. You will not engage in plagiarism. (The definition of plagiarism is the deliberate presentation, oral or written, of words, facts, or ideas belonging to another source without proper acknowledgment.)

Please be aware of Special Events Institute’s academic honesty policy. Cheating/Plagiarism (to include the cutting and pasting of unmodified code from the internet) is grounds for failure in the class, and possibly academic dismissal.

David Meerman Scott, The New Rules of Marketing and PR: How to Use Social Media, Blogs, News Releases, Online Video, and Viral Marketing to Reach Buyers Directly, John Wiley and Sons, 2013

Topic 1: Introduction to Event Marketing

Objectives:

Use the basic concepts of the 5 P’s of marketing to uncover client goals and objectives

Apply your understanding of these marketing basics to the event planning process

Assessment:

Forum – Using the 5 P’s in a Client Meeting

Topic 2: Integration – the 5 W’s of Event Marketing

Objectives:

Demonstrate your understanding of the importance of the 5 Ws and how they are intertwined in the event marketing process

Apply one of the 5 Ws to the initial phases of creating an event marketing plan

Topic 3: Promotional Tools to Drive Event Success

Objectives:

List the various ways to promote your event

Identify the various components of event promotion

Compare and contrast the various marketing vehicles and their best use for effectiveness

Create a press release

Assessment:

Assignment – Create a press release

Topic 4: Marketing Design

Objectives:

Describe the many influences on marketing design

Identify elements that impact your marketing design decisions

Develop a brand for an event

Create a marketing campaign for an event

Assessment:

Assignment – Create a Marketing Plan Worksheet

Topic 5: Funding the Event Marketing Program

Objectives:

Identify the elements necessary to create a marketing plan

Create a marketing budget

Understand various resources available to fund a marketing plan

Identify potential marketing materials used in an event marketing campaign

Assessment:

Quiz – Funding the event marketing plan

Topic 6: Marketing Strategies – Print

Objectives:

Identify the variety of print materials used for marketing events

Create a print marketing campaign

Develop a calendar of print pieces to support your event

Develop a marketing campaign or invitation suite

Topic 7: Marketing Strategies – Web-based

Objectives:

Create your own event or company blog

Demonstrate and use the various internet tools to market your event

Describe and use the various types of social media including Twitter, Facebook, Blogs, Linked in

Assessment:

Assignment – Create a blog

Topic 8: Marketing Your Event Business

Objectives:

Create a vision statement for an event business

Develop a mission statement for an event business

Create a marketing plan for an event business

Identify different marketing strategies to showcase an event business

Assessment:

Assignment – Create a newsletter

Credit Student Final Project: Select an event that you are responsible for creating. It can be a social, nonprofit, community or corporate event. Using the marketing techniques that have been presented in the course, create a marketing plan. Show samples of how you would market your event throughout the planning process.

Assignments for Foundations of Event Marketing:

Assignment One:

Create a Press Release

Use the materials and methods presented in the topic to create a Press Release.

In 1 type-written page:

Select an event that you would like to promote

Create a press release promoting the event.

Your grade will depend on:

Your understanding of the topics relevant material and application in the assignment – 50%

Writing skills (including grammar) and layout of the page – 50%

This Assignment is 15% of the total course grade.

Assignment Two:

Marketing Design Worksheet

Using the material presenting in the topic, create a worksheet that identifies the type of marketing that would be appropriate for your event. You will be expected to clearly identify the audience and how your selected marketing plan will accomplish the goals to effectively promote your event.

You should consider all stages of the event life cycle where marketing plays a role and the appropriate vehicles to use. Include sample copy of at least two marketing pieces. Create a calendar to show when each will be released to your audience.

Your grade will be based on the following:

Listing of marketing activities to be created and planning calendar – 40%

Creative application and appropriateness to audience – 40%

Grammar, style and spelling – 20%

This Assignment is 15% of the total course grade.

Assignment Three:

Create A Blog

Use the tutorial provided to create a blog for one of the following:

Your own event company

An event you are producing

You are required to use at least 5 photos, submit 5 posts, create two pages and include a contact form.

Your grade will depend on:

Layout and design that fits the tone and style of your selection – 50%

Your use of supporting appropriate visual content – 25%

Writing skills (including grammar) – 25%

This Assignment is 15% of the total course grade.

Assignment Four:

Create a newsletter

Create a newsletter that you will send to clients and prospects. Use photos and text to communicate what you do and why you would be the perfect planner for the job. Showcase past events, include a company profile, mission statement or letter of greeting to the reader. Use your imagination, creativity and tips from your reading assignment and presentation.

Take a look at other newsletters to see what’s being done and what you like. Complete the newsletter in a word document and pdf it to upload if you would like.

Your grade will depend on:

Layout and design that fits the tone and style of your selection – 50%

Your use of supporting appropriate visual content – 25%

Writing skills (including grammar) – 25%

This Assignment is 15% of the total course grade.

Final Paper

Select an event that you are responsible for creating. It can be a social, nonprofit, community or corporate event. Use the marketing techniques that have been presented in the course to create a marketing plan. Show samples of how you would market your event throughout the planning process. Use your marketing design worksheet to build on each individual piece that you will use for your marketing plan.

You must include:

Slogan or tagline, event name or title

Logo or graphic image

Invitation, Save the Date or Announcement

Banner, poster or flyer

Ideas for promotional items

Brochure or program booklet

Other deliverables such as include name tag, escort card or identification item

Select a social media or innovative event marketing technique that delivers an effective method of marketing an event or an event company. Show how this can increase the effectiveness of an event marketing campaign.

Select an event or an event company. Create a presentation on how it can be used to benefit an event marketing plan. Include a tutorial on how to use it. Create your presentation using a presentation program such as PowerPoint, slide share or a video.

Research companies and websites such as George P. Johnson, Sparks, Event Marketer, Event Tech Live for inspiration and ideas.

You should include:

A Paragraph description of the method

Statistics on success of use of this method for another event or event company

Compelling paragraph on why this would be successful for your selected event/event company. Consider purpose of event/brand of event company, demographics of audience, age, type of event, culture of event company or focus of event business.

Step-by-step tutorial on how to incorporate this method for a specific event or event company

Screen shots or graphics of the method in action (create your own sample and clip to a jpeg to insert into your report)

The role of an event planner and manager requires a keen eye for design while factoring in the logistical and risk implications. Event Design and Decor will examine the process of identifying client needs and preferences, researching design options and creating unique decor elements to support the events goals and objectives. Students will learn how to explore the design phase of the event planning process using internal and external team members.

COURSE OBJECTIVES

By the end of this course, students will be able to:

Identify key design elements to use in an event to enhance the event experience

Design a décor budget for event design and installation including per item/total cost

Produce a presentation that showcases design elements

Create a production schedule that considers the design, creation, and décor installation and dismantle

Devise a plan to identify, assess, manage and reduce risk as it pertains to event décor

Create a proposal that will use décor and design elements to achieve event objectives

Describe current event design trends and tools

TEACHING METHODOLOGY:

Teaching strategies for this online course will include lectures and facilitated discussion, case study method, readings, and analytical presentations by individuals and groups.

If you as a student qualify as a person with a disability, as defined in Chapter 504 of the Rehabilitation Act of 1973, you may wish to discuss the need for reasonable accommodations with your instructor. You should make this contact at the beginning of the course.

Academic Honesty:

Our institute is a community of individuals who voluntarily join together for the purpose of learning. At the heart of this sense of academic community is the idea that the behavior of its members is guided by a shared commitment to the highest standards of academic integrity. Any form of cheating, plagiarism or assisting others in acts of dishonesty is a violation of such standards. As a student in this course, it is assumed that you pledge that you will neither receive nor give unauthorized assistance during the completion of all my work in this course. You will not engage in plagiarism. (The definition of plagiarism is the deliberate presentation, oral or written, of words, facts, or ideas belonging to another source without proper acknowledgment.)

Please be aware of Special Events Institute’s academic honesty policy. Cheating/Plagiarism (to include the cutting and pasting of unmodified code from the internet) is grounds for failure in the class, and possibly academic dismissal.

LEARNING RESOURCES:

Required Text:

Required Reading:

James C. Monroe, Art of the Event: Complete Guide to Designing and Decorating Special Events, Wiley, 2006

Explain how the event layout will allow you to meet your client’s needs through a descriptive statement

List critical areas of the event space

Develop an overview of all event areas needed and suitable rentals/furniture to meet the event needs

Devise a written plan to meet the client’s goals and objectives with appropriate selection of room size, tables and seating arrangements

Assessment:

Quiz – Planning event space schematics

Topic 4: Event Layout and Fulfillment – Designing the space

Objectives:

Explain how your design choices meet the event goals

Devise a design plan that creates continuity with goals and theme

Summarize the various elements of design and how they will add to a successful event design plan

Create an inspiration board or graphic display to show your design in action

Assessment:

Forum – Impressions of the case studies

Topic 5: Design Elements – The finer details

Objectives:

Explain how the design plan can be carried through into the tabletop or smaller event details

Develop a shopping list for centerpiece materials for an event

Label fabric types used for table linens

Create a table color concept using an online schematic program

Assessment:

Assignment – Create an Inspiration Board

Topic 6: Decorating with Flowers and Plants

Objectives:

Describe how plants and flowers can be used in a design concept

Develop a list of floral items needed for an event

Create a chart of seasonal flowers in your area

Topic 7: Budgeting for the Event Design Elements

Objectives:

Explain the cost that goes into an event design concept – time and materials

Develop a budget that itemizes per item costs and total costs of an event design

Record and compare three options for an event design concept

Substantiate in a budget, the pricing for all aspects of an event design concept

Assessment:

Assignment – Create an event design budget

Topic 8: Coordinating the Design Process

Objectives:

Develop a timeline for the design portion of your event

Create a production schedule to include all design elements

Record the order placement and fulfillment process of your design selections

Describe unique elements of a contract that would apply to décor vendors

Identify roles and responsibilities that you will assume that apply to the design portion of the event project

Identify areas needing risk and safety attention

Assessment:

Quiz – Coordinating the Event Design

Assignment One:

Create an Inspiration Board

You will be asked to create an inspiration board for an event of your choice. Consider this your first opportunity to impart your creative skills and planning expertise on this new client. Create an inspiration board to show your client your design inspiration. Use photos, drawings, color swatches, etc. to describe your design plan. You may create your board in the program of your choice.

Your Response:

Think – What are your ideas? Where does your inspiration come from? How can the visuals you present be transformed into actual design elements? How does this meet your client’s goals and objectives?

Demonstrate – Create your design plan! Limit your text to labels and descriptions. Use this as an opportunity to research inspiration from a variety of sources to showcase your design concept.

Your grade will depend on:

Your understanding of the topics relevant material and application in the creating a unique and well thought-out design board – 50%

Writing skills (including grammar) and referencing – 15%

Creative and unique concepts to meet goals of client – 35%

This Assignment is 15% of the total course grade.

Assignment Two:

Create a Budget

Prepare an estimation of your time, activities performed and cost for an event presented. Use MSExcel or a similar workbook program to itemize and calculate your proposed budget. Refer to the presentation in the topic for presenting your per item and total design budget.

Useful Link: Microsoft Office Tutorials

On the Microsoft web site www.microsoft.com, click on Support, then to online Training tutorials on Excel. You will be expected to use the formulas and calculations correctly in your final submission.

The many moving parts of an event and the way they are planned and executed can be thought of as Event Production and Logistics. Events may have few and simple production elements or complex and intricate features but all events will call for careful consideration of how the technical and supporting details are managed. This course will cover technical features of an event as well as the people, services and elements that support the event’s objectives.

Course Goals- This course will help students to:

Identify key elements, features and programs that are necessary to achieve event objectives

Create complete planning documents to support the execution of event production

Devise an overview of the event to engage the appropriate supplier and vendors to support event goals

Course Outcomes- By the end of this course you will be able to:

Identify key production elements for various event types

Manage a production budget listing line items for an event

Produce a Show Flow/Run of Show script for an event

Create a production schedule that outlines all elements of the event

Create a timeline that will consider the process of securing production elements

Course Syllabus- In this course we will cover the following topics:

Event Elements Assessment

Event Space Considerations

Tented Events

Event Technology – AV, lighting, special effects

Entertainment

Other event elements

Catering and Cuisine

Production Planning

Prerequisites:

Course One: Foundations of Event Planning

Course Two: Event Marketing

Course Three: Event Design & Décor

Technology:

Computer or laptop

Internet Connection – high speed preferred

Software – MS Office (Word, PowerPoint, Excel or alternate programs), Adobe Reader or similar program that can view PDF documents

Javascript or Flash to watch course videos

Course Methods: Each course is organized to create a user-friendly learning experience. Courses consist of course objectives, reading assignments, lectures, video presentations, presentations with audio and video, real-life event examples, templates, case studies, discussion groups, guests speakers and assessments. Each topic may include the following sections to help students grasp the knowledge presented and apply it to real life situations:

Get Started on the Topic

Course Objectives – An overview of the important topics that will be presented.

Reading Assignments – A listing of assigned reading from relevant books or articles that will cover basic elements of the core competencies and the fundamentals students will need to master in event planning.

Study the Topic Further

Lectures – Designed to cover a variety of topics to reinforce core competencies and the reading materials.

Real life example – Multi-media examples to demonstrate the course material and allow students to see how the material is applied to actual events.

Guest Speakers – Will present on general special event topics.

Case studies – Situations and challenges will be presented to students and will require the student to reflect on possible outcomes using problem-solving techniques to achieve the desired results.

Complete the Assignment

Forum Posts – A group discussion format where students post responses to the question posed by the instructor. Students are asked to respond to discussion questions, share ideas while learning from each other.

Quiz – Designed to assess the student’s understanding of the material. Assessments include knowledge-based quizzes to test comprehension, case studies and observation-based assignments to challenge analysis and application skills.

Templates – will be provided for student to use in completing their assignments as well as in their event planning career.

Helpful links – for industry related information

Required Reading:

Event Entertainment and Production by Mark Sonder, MM, CSEP

Used in prior courses:

Professional Event Coordination by Julia Rutherford Silvers, CSEP

Special Events: A New Generation and the Next Frontier by Joe Goldblatt, CSEP

The Art of the Event, by James C. Monroe, CMP, CSEP

Grading Policy –

Course Four: Production & Logistics will offer eight topics on event production basics. Each topic will have one assignment which could be a quiz, a posting to the forum or a case study. Each of these assignments will be worth 10% of your grade. A passing grade will be a score of 70% or higher.

Forum Posts will be graded on Relevance, Comprehension, Timeliness, Style and Tone. See the Discussion Rubric for more information on scoring of Forum Posts. You will receive a maximum of 15 points for each Forum post.

Each week one or two topics will be covered giving you a chance to “test your knowledge” of the readings and presentations through the course assignment. Have fun, spend some time thinking about the material and enjoy.

Whether working in a large hotel, for an event planning firm, or starting a business– an event professional is called upon to utilize a variety of skills to successfully manage a team. In Event Management and Leadership, students will gain insight into the skills needed to be successful in a leadership role. This course will also examine the responsibility of event leaders to address environmental issues (Green Events), ethics, risk analysis and quality of events (Service Management.)

Course Outcomes- By the end of this course you will be able to:

Identify the key elements to managing people and projects

Create financial documents to run a fiscally-sound event

Develop a quality control document to measures event success

Identify ways to create environmentally-friendly events

Learn how to use technology in your event management process

Devise a plan to identify, assess, manage and reduce risk

Prerequisites:

Course One: Foundations of Event Planning

Course Two: Event Marketing

Course Three: Event Design & Décor

Course Four: Event Production & Logistics

Course Syllabus- In this course we will cover the following topics:

Service Management & Hospitality – the guest experience

Staff Management – managing your event team

Supplier/Vendor and Contract Management

Business and Event Management

Financial Management

Risk Analysis and Management/Ethics

Event Protocol

Green Events and Event Sustainability

Technology:

Computer or laptop

Internet Connection – high speed preferred

Software – MS Office (Word, PowerPoint, Excel or alternate programs), Adobe Reader or similar program that can view PDF documents

Javascript or Flash to watch course videos

Course Methods: Each course is organized to create a user-friendly learning experience. Courses consist of course objectives, reading assignments, lectures, video presentations, presentations with audio and video, real-life event examples, templates, case studies, discussion groups, guests speakers and assessments. Each topic may include the following sections to help students grasp the knowledge presented and apply it to real life situations:

Get Started on the Topic

Course Objectives – An overview of the important topics that will be presented.

Reading Assignments – A listing of assigned reading from relevant books or articles that will cover basic elements of the core competencies and the fundamentals students will need to master in event planning.

Study the Topic Further

Lectures – Designed to cover a variety of topics to reinforce core competencies and the reading materials.

Real life example – Multi-media examples to demonstrate the course material and allow students to see how the material is applied to actual events.

Guest Speakers – Will present on general special event topics.

Case studies – Situations and challenges will be presented to students and will require the student to reflect on possible outcomes using problem-solving techniques to achieve the desired results.

Complete the Assignment

Forum Posts – A group discussion format where students post responses to the question posed by the instructor. Students are asked to respond to discussion questions, share ideas while learning from each other.

Quiz – Designed to assess the student’s understanding of the material. Assessments include knowledge-based quizzes to test comprehension, case studies and observation-based assignments to challenge analysis and application skills.

Special Events: A New Generation and the Next Frontier by Joe Goldblatt, CSEP

The Art of the Event, by James C. Monroe, CMP, CSEP

Grading Policy –

Course Five: Event Management & Leadership will offer eight topics on event production basics. Each topic will have one assignment which could be a quiz, a posting to the forum or a case study. Each of these assignments will be worth 10% of your grade. A passing grade will be a score of 70% or higher.

Forum Posts will be graded on Relevance, Comprehension, Timeliness, Style and Tone. See the Discussion Rubric for more information on scoring of Forum Posts. You will receive a maximum of 15 points for each Forum post.

Each week one or two topics will be covered giving you a chance to “test your knowledge” of the readings and presentations through the course assignment. Have fun, spend some time thinking about the material and enjoy.